Post on 11-Jul-2015
INCREASING BUCKS & BUTTS:
REAL-TIME, ONLINE MARKETING
CASSIE ROBERTS
SIT BACK AND RELAX.
Give me your business card at the end of
the presentation, and we’ll send you our
slides.
MARKETING YOUR EVENT
What do you spend the most money on?
How does it work for you?
Is it getting you the best results?
Is it helping you to grow?
RODEO HOUSTON STATISTICS
“How did you hear about the event?”
Newspaper – 2%
Rodeo Advertising – 4%
Radio – 9%
TV – 10%
Website – 46%
INTERNET WINS POPULARITY
CONTEST
A STEP FURTHER
Source: Morgan Stanley Research
ARE YOU FOLLOWING THESE TRENDS?
ARE YOUR CUSTOMERS?
PRESENTERS
Cassie RobertsManager, Sales & Partnership
• Received BS Public Relations, &
Masters Sport Management, The
University of Texas
• Born in Central City, NE
• United States Olympic Committee
• Rodeo Austin
HISTORY
SAFFIRE CLIENTS
SAFFIRE ASSOCIATION PARTNERS
PALAMINO FEST
our goal is to elevate the festival industry by
enhancing its most important virtual front
door –
its online presence.
OUR AGENDA TODAY
Your to do list for when you get home
Prioritize how to make your website better
Statistics to watch and what to do with the info
The latest trends and what to do about them
Maximize your mobile presence
How to make more money with email
Tools to market your event from at your event
Specific online marketing ideas
MAKE A GAME PLAN
WHAT WILL YOU SAY?
1. determine your
target audiences
WHAT WILL YOU SAY?
2. get your team together -make sure to include all audiences
WHAT WILL YOU SAY?
3. brainstorm all the reasons people come
to your event
WHAT WILL YOU SAY?
4. come up with topics
for all these reasons
CONSIDER THE “RULE OF THIRDS”
1/3 about yourself and your brand
1/3 about things people might be interested
in that aren’t self-promotional
1/3 interact with people
WHERE WILL YOU SAY IT?
Website
Flickr
YouTube
Blog
CREATE AN EDITORIAL CALENDAR
YOUR WEBSITE
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
YOUR WEB GUY
YOUR WEB GUY
THE GOAL
you must be able to
market your event on your website in real
time
THE REALITY
98% of anonymous online prospects enter a
website
looking for something,
yet still leave anonymous
MAKE INFO QUICK TO FIND
Don’t have more than 5-7 links in one place.
Make your information hierarchical.
Use categories and subcategories to organize your event information.
MAKE IT FUN
Use photos to tell your story.
Give people features to click.
besides your homepage, where do people
go on your website?
(do you know?)
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAXIMIZE SOCIAL MEDIA
Facebook or Tweet your FESTIVAL
MAXIMIZE SOCIAL MEDIA
Facebook or Tweet a festival
EVENT/FEATURE
MAXIMIZE SOCIAL MEDIA
Facebook or Tweet a PHOTO of an
event/feature
WHY DO ECOMMERCE?
ECOMMERCE=INSURANCE POLICY
ECOMMERCE=INCREMENTAL
REVENUE
DETERMINING PRICE
80/20 rule
• Approximately 80% of the tickets you sell
online will be redeemed
• Offer 20% discount
• Come out even
Free shipping or print at home
• ESPECIALLY when cheap
to ship
SELL MORE NOW
Make your tickets easy to find.
Have minimum clicks to get to the shopping
cart.
Integrate the design of your website with the
design of your cart so that the “look” doesn’t
change at the buying moment.
ANALYTICS
GOOGLE ANALYTICS
4 IMPORTANT THINGS TO WATCH
• Low visits? Improve SEO or online marketing of your site
site visits
4 IMPORTANT THINGS TO WATCH
• High bounce rate? Improve your homepage
bounce rate
4 IMPORTANT THINGS TO WATCH
• Not enough action? Make your website more compelling (good rate: 2%)
actions/ conversion
rate
4 IMPORTANT THINGS TO WATCH
• Low time? Add interactivity and other “stickiness”
time on site
TARGETING TRENDS
what is the fastest growing website of all
time?
Pinterest was the first site to get 10 million
unique visitors in a month.
Pin event photos (and more) and invite your
customers to follow your boards!
TEXT MARKETING
Your customers are texting.
Consider joining the conversation.
Judiciously text deals and special
announcements.
Start offering people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
50% of all web content is…
YOUTUBE
Customers exposed to videos are 437%
more likely to engage in your brand.
• Engagement = Purchases
Make your videos raw and not too produced to help customers identify with your brand.
WHY TWEET?
17% of the top 1,000
search terms on Twitter
alternate hourly.
WHY TWEET?
Twitter is current on up-to-the minute
important news and cultural happenings.
Ramp up your publishing frequency, and
make timely content the focus of your
Twitter activities in order to satisfy
information-hungry users.
TRICKS & TIPS FOR TWEETS
For the highest click-through rates:
Tweet between 120-130 characters.
Write tweets containing “via,” “RT,” “please” and
“check.”
Post weird/human interest stories.
Tweet on the weekends.
We don’t like to work on weekends either. Use:www.hootsuite.com to schedule social media in advance
WHAT IS THIS?
#
THE ART OF THE HASHTAG
A hashtag how Twitter
users organize themselves:
if everyone uses a certain
hashtag to tweet about a topic,
it becomes easier to find that topic in
search, and is more likely to appear in Twitter’s
Trending Topics.
ENSURE ADOPTION OF A HASHTAG
Sorry!
You can't!
WHAT YOU CAN DO
POST it – relevant places on your
website/blog
PRINT it – event
materials, signage, scoreboards, etc.
PUBLICIZE it – Twitter feed, regularly and
consistently
It is vital to make it easy and enticing for your customers to find, adopt and promote hashtags.
AN OLYMPIC EXAMPLE
Hashtags preferred by Olympics:
#London2012 #Olympics #GoUSA
Hashtag used:
MOVING MOBILE
MOBILE
APP OR MOBILE SITE?
Android46%
Apple iPhone30%
BlackBerry24%
0%
APP OR MOBILE SITE?
WHY MOBILE?
Customers use mobile search to shop.
• 95% of all mobile searches are for local
products and services.
• 61% of all local searches result in a
purchase.
THE PERFECT STORM
MULTI-SCREEN MARKETING
MULTI-SCREEN MARKETING
WHAT LEADS TO MOBILE
PURCHASE?
MOBILE CONTENT MANAGEMENT
Update your content in real time!
MOBILE CONTENT MANAGEMENT
Manage information about your events
MOBILE CONTENT MANAGEMENT
Edit a quick homepage message
EMAIL MARKETING
TARGET EMAILS FOR MOBILE
email opens on smartphones and tablets
have increased 80% over the last six
months
WHEN WILL YOU SAY IT?
Statistics are clear
• Day of week: Tuesday (try Friday for fun!)
• Time of day: Mid-morning
Unless you’re big, don’t publicize schedule
WHO WILL YOU SAY IT TO?
If you’re starting from scratch, GET GOING!
• Outlook contacts
• Volunteers
• Sponsors
• Vendors
• Performers
• Past purchasers
• Etc.
EMAIL SIGNUPS ON EVERY PAGE
What will we say?
WHAT WILL WE SAY?
CONSIDER A PYRAMID
one main story
two smaller features
TEST AGAINST
EACH OTHER
two smaller features
WHAT WILL WE SAY?
don’t tell the whole story.
goal: CLICKS!
good content links to CLICKS, but a good
subject line (sent at right time) leads to
OPENS
WHAT MAKES A GOOD SUBJECT
LINE?
Include something recognizable
Use action words
Not too spammy
50 characters or less
• Turn into Tweet, with 120 characters, # and
shortened URL
• Turn into Facebook, with 150
characters, graphic and no #
EMAIL ARTICLES: THE FORMULA
Headline
Image
Text (short, with links)
Call to action
• Consider “Click here to enter now!”
MEASURE YOUR EMAILS
PER EMAIL
Open rate
Click-through rate (CTR)
Response rate – web visits, revenue
OVER TIME
House file size
Churn (percentage who leave your list)
Revenue/email
Cost/email
SAMPLE OPEN RATES
Varies by client
• 9-15% on low end
• 30-35% on high end
Who has the highest open rate?
• Good subject line
• Clients who sell online
• Clients with a strong brand
• Sent at right time/day (Tuesday mid-morning)
SAMPLE CLICK RATES
Around 10-20% (not as much variance)
Depends on call to action, so use action
words
• Get More Info!
• Sign Up!
• Buy Now!
• More Photos!
Again, don’t tell the whole story.
REAL-TIME MARKETING TOOLS
YOUTUBE
SPECIFIC IDEAS
Ask questions that get people
to talk about themselves in relation to your
event
GRAB THEIR ATTENTION
• Consider funny – tweets from mascot, etc.
• Personal/human interest stories get a lot of
hits
• Posts with photos get more views!
Think about what YOU would want to click!
MAKE PEOPLE FEEL LIKE INSIDERS
• Be the first to know about X via social
media!
• See behind-the-scenes looks at our event!
Your customers feel special,
and they are more likely to be long term
followers.
MULTIMEDIA
• Photo contests on website and Facebook
• Caption that photo
• Funny video upload
Photos and video are naturally VIRAL and give you more event
photos!
TAGGING IN FACEBOOK
Take pictures of the crowd at concerts, post
them and encourage them to tag themselves
Your photo appears in
their Facebook feed!
GET PEOPLE TALKING
Show live tweets on concert side screens
Have a vote or quiz
• Answer on text, app, QR code, etc.
CONTESTS WITH PUBLICITY BONUS
Have a contest for front row concert seats
• Text, tweet or post on FB page NOW =
publicity
Do giveaways with charitable tie-in
Allow groups to get $ for their orgs for
advance sales; host trip for winners
GETTING RETWEETS
Judiciously promote big sponsors for retweet
Same with vendors and entertainers
Post thanks to people/groups; they’ll repost
BULLS EYE
Leave your business card, and I’ll send:
• These slides
• The Editorial Calendar template
• A free subscription to The Dirt
SOURCES
http://www.insightera.com/blog/
http://heidicohen.com/mobile-marketing-research-chart/
http://www.business2community.com/online-marketing/11-statistics-to-
turbocharge-your-targeted-online-marketing-0235544